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Social Media Marketing

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Part A

The web marketing model defines the behavioral process each customer goes through before

searching for and buying the product they need. By learning the psychology of the customers,

business executives step into customers' shoes and improve their perspective of customers.

Ash Funnel Marketing Model

The reason the model is called funnel is because of the wideness of customers at each step, and

then it becomes narrowed down to the bottom by slowly converting viewers into loyal

customers. The colors represent the relationship with business customers. At the top, the

relationship is cold, narrowing down and heated things until finally becoming a loyal customer.

Below are the steps of this ash funnel model in detail.

Awareness

The process starts with the 'Awareness,' referred to as the 'Attention' phase. In this stage, the

businesses reach potential customers through marketing campaigns and innovatively present

their services. It can either achieved through ads, advertising, social media, and email campaigns.

Businesses set up websites and social media accounts, and techniques like SEO are used to reach

as many customers as possible.

Interest

In this stage, businesses have reached customers; now, they want to grab customers' attention.

Businesses can tell their stories about their products and what their missions are. Customers

build their opinion at this stage, so enterprises do not have to sell too much as the buyers can

build a negative opinion.

Consideration

Each customer considers 3-5 options before purchasing a product. In this stage, the customer

interest has been established, so they may consider purchasing the product. So, each business has

to explain that its product is capable of meeting consumer demand. To establish that good

persuasion skills are necessary. The business's marketing team has to position the product ahead

of the competitors.

Loyalty

The process has been long, and a viewer has been converted to a customer. Nevertheless, in this

hyper-competitive stage, these steps are not enough. The customers can be converted to fans and

start preferring the particular company. In this phase, email marketing campaigns are helpful for
providing regular customer insights. Successful businesses use techniques like CRM to force

customers to make continuous transactions.

Miler Buying circle

This model may appear similar to the customer lifecycle; however, it represents the customer

journey or what happens after the purchase.

Miler Buying Cycle

Reach

The customer is looking for a product to fulfill its needs. Marketing, SEO, and social media

continuous presence are helpful. The customer reaches out to the business to get more info and

lower price.

Acquisition
All the customer queries are addressed at this stage on the website or email address. Every detail

and target point should be discussed to present the best product.

Conversion

Customers gain all the necessary info to make a purchase, so businesses have to ensure that they

provide value through special offers.

Retention

Now the customer should be converted to a fan. Businesses should offer customer programs,

customer satisfaction scores, return policies, or customer service surveys through emails or

phone.

Loyalty

The customer is converted to a prospect engaged with the website brand and should continually

be engaged with customers by marketing and providing the highest value.

the concept to have an online auction where individuals can buy and sell things, thus it is a

shopping website and noteworthy over thirty countries atlas. eBay introduced the fixed duration

auction on an online platform and then further expanded to integrate the “Buy it now”, and made

a standard business model. The marketing model of eBay follows the Ash funnel model, as the

marketing goals are to convert the website visitor by influencing them through different

marketing tactics to take action. eBay follows several phases mentioned below.

 eBay follows the acquisition phase and creates awareness through several digital

marketing campaigns, the leads that these campaigns bring generate leads. With cookies

data and ad campaigns, eBay acquires its suspects from the website traffic, and anyone

searching for similar products becomes a suspect of consumption. For instance, cost per

click, social media advertising of eBay comes in this category.

eBay Spring add for digital marketing

is on the buying, and tactics of discounts, signing in, sale offers, and promo codes are

implemented by the website

eBay deals for customers on search engines

 To maintain customer retention, eBay pushes its customer to sign in for new letters and to

stay in touch through emails; similarly, eBay uses social media to retain customer

interaction, Following pictures shows, how website implies several features to maintain

customer retention.
Social Media page of ebay for social media marketing, sales and customer retention
Miller Buying Circle of Rakuten

Rakuten is Japan's most extensive shopping mall operator over online mediums and has more

than 50 million registered customers all over Japan. The firm was established as MDM Inc in

February 1997 and started working in May 1997. Rakuten became second ranking website

having a single audience in Japan.

 Rakuten's customers are the company's main priority, as the Rakuten demographical

range is just present in Japan, as really popular in Japan, so the edge to serve the Japanese

customers is present for Rakuten, as they do not face competition from international

competitors. The reach of Rakuten is attained through SEO and social media marketing.
 Rakuten provides all the necessary details to customers to convert the potential buyer into

consumers; the value of products is given to customers through discounts and special

offers.

 Rakuten aims to convert its customers into fans and a loyal base; there are specific return

policies, programs, and deals. A further connection with customers is secured through

phone and email customer services mediums.

 Customers are given the high value of their money, and a reliable connection is built by

catering to the need of customers and having a continuous engagement with customers

through marketing and advertising.

Ash funnel model discusses the persuasion of viewers and social media users to customers;

however, the miler buying cycle illustrates the customer lifecycle after the purchase. Both

models are practical and can be implemented in marketing strategy. However, the ash funnel

model is more descriptive and provides guidelines for each phase of consumers. Businesses can

build strategies by attracting them to the website and forcing them to purchase. The miler buying

process is essential in retaining loyal consumers and the importance of strategies to maintain

healthy consumer relationships. Ash funnel model is more effective as it tracks the steps that lead

to conversion. A funnel report shows you where people are dropping off in the path to

conversion so you can optimize your conversion path and drive revenue. Google Analytics

provides funnels as part of the free Google Analytics software. It’s a simple and free way to get

started with marketing funnels.

The basic distinction between both the models is that Ash Funnel model initial the marketing

cycle before even interacting with target customer for buying purpose, however Miller buy cycle

targets the customers after they consumer the company’s services or buy some goods. In the case

of eBay consumers are targeted from the very forst step to convert them into leads to generate

website traffic as much as possible through cost per click, and social media marketing, then they

are given incentive to buy, eBay website is filled with “call to actions”, customers are given
deals to make them think about benefits. The cycle continues in the form of after sales, and

customer service features. However, Miller Buying cycles lacks the gradual marketing approach,

which is another reason that Rakuten’s plan of expansion are never brought into action.
Task B1

a) The primary Keyword used on the skills page is 'Computer developers.' The purpose of using

this Keyword is to persuade customers that we are the best they need for their problems. The

whole page is written in a persuasive tone in which the pain points of customers are discussed.

The secondary keywords obtained for this primary Keyword are obtained by using tools like

Ubersuggest, Ahref, and LSI graph. Then the keywords are used with statistics and explain the

expertise in the same line, which all are secondary keywords.

The primary keywords used in the second expertise page are programming. On this page, the

expertise is mentioned to convert a viewer into a purchaser. The trust has been established by

mentioning the requirement of each customer to stay ahead of competitors. Secondary keywords

like Python programming, Programming with c, and object-oriented programming are used for

Google optimization purposes.

b) The Keyword used on the skills page 'Computer developer,' and 'programming' has been

accessed through a site like Keyword chef, which is a very useful site for evaluating primary

keywords that rank. Secondary keywords have been evaluated by utilizing the free versions of

Ahref, keyword surfer, Ubersuggest, etc. The secondary keywords used for the first page are,

• Website developers

• Software developers

• computer developers

• Developers resume

While the second site is,

• programming with c

• object-oriented programming
 • programming in python

• programming languages

C) Wild days are gone when bloggers stuff keywords into their site, and the website had nothing

except a bunch of words. These practices lower the value of the content, and customers get

nothing advantage after visiting the sites. However, Google has revolutionized the concept of

SEO.

There are many keyword density tools to check either Keywords are used appropriately or not.

However, this is not rocket science. The appropriate keyword density for 100 words is 1 to 2%

which can easily be calculated by the given formula,

Primary Keyword used (x)

LSI (Secondary keywords) used (y)

Keyword density = x +y / total word count

So keyword density can easily be found by this formula—however, tools like SemRush density

checker, SEObook Keyword analyzer, and Copywriter keyword density checker. The tools have

been used for the website keyword implementations, and keywords are used with a ratio of 1-2%

per 100 words.

d) Keywords are used regularly, and over-stuffing is avoided. Although primary and secondary

keywords selected are easy to adjust however this is not the case every time.

The primary Keyword on the first page is used neatly with the statistics. The secondary keyword

developer resume is also used in persuasive form to force the customer to take action. This may
not happen every time, so that is an exceptional brainstorming situation for a writer, and word

length can also be increased in those situations.

The primary Keyword, programming, is pretty basic and can not be fined in most situations. The

target of using the primary Keyword in the first 100 words is easily achieved, and secondary

keywords are presented in front of customers as skills that persuade them to buy from the site.
Task B2:

a) Backlinking simply means establishing authority through link building. Implementing

keywords techniques and creating content that answers all the user questions is not enough to get

ranked on google. Sites should have links to authoritative websites that make them viable and

relevant. Consider links like currency and real-life reputation. The more someone's friends trust

or love a person, the more one feels safe towards him. The same is the case with google; the

more authoritative sites are linked to a site, the more the website is trusted. Backlinks are the

vote of confidence to Google. Google visits websites for specific searches to rank sites on google

just as we make friends or feel safer with someone who is closer to our family and friends.

Google checks authoritative links to get results. Another factor to consider is the relevance of

backlinks to the site; often, spam links are ignored. The traffic of backlink websites is the crucial

factor in SEO; statistics have shown the relation by the research of 44,589 ranked pages that

backlinks from high traffic sites rank higher.

E.A.T standard for optimization purposes, so SEO techniques must be implemented to fulfill

expertise, authoritativeness, and trustworthiness.

b) The backlink used on the first page indicates the persuasive tone. The page is written to

convince the customer that we are the right choice for you. Backlink and the primary keyword

show that the client cannot reach out and find the right guy for him. Expertise in software and

website development is used as the secondary keyword.

The second page is written with the aim of urging the customer to take action. Again backlinks

are used from Statista, an authoritative site for statistics and figures to show customers the

experiences and expertise of our team. The third backlink targets the customers' pain points to

show the right top demanding skills and our experience in that skill.

Backlinks from other blog posts are not used because of competition, and for a beginner website,

it is essential to get as many outbound links, either follow or no follow links from authoritative

sites, to start being visible to google.

More importantly, Yoast SEO reports that the outbound links matter in SEO, specifically in

E.A.T strategy. Because we write content to provide value to the client and give them the

answers they want, users must have detailed information on every aspect of the topic and

outbound links to authoritative sites to improve their chances of rank.

backlink analysis. However, the tools used to check backlinks are RankActive, SiteChecker,

Buzz Sumo, and RankSignal.

The backlink analysis technique is popular among SEO geeks to analyze the performance and

issues causing hindrances to rank. The procedure is to select competitor sites and analyze their

actions and where our website lags behind. Then analyze the performance by visiting the total

number of backlinks, referring domains, and visiting top linked pages.

The strategy other than on-page and off-page selected to apply for SEO is technical SEO which

includes improving crawlability, UX, and website performance. Imagine a businessman

preparing for office, and he searches for something on the web. The website ranking first on

google with excellent value and SEO performance is not open after a few seconds. What would

he do? Either waiting for the results or going to another site on google. Of course, the

businessman will move to another site as there are thousands more on google on each topic.

Google is optimizing everything to provide the highest quality and value and has encouraged

websites to make improvements to make websites suitable. Thus, Google has taken websites'

performance factor in the ranking process. The core component to work on is HTTPS security,

the complete absence of intrusive interstitials, safe browsing, and mobile interstitials. Another

essential factors are mobile-friendliness as this is the age of android; another critical factor is site

structure to ensure that site uses HTTPS hypertext and has a consistent URL structure, and

arranged internal links to provide detailed and concise information to the user.

The implementation of the SEO technique in the project site is fruitful. However, the website is

essential and lacks advanced SEO functions, but technical SEO can be applied. The images used

are crash free and properly structured to make the website more apparent. Website URL is

consistent to make it noticeable to google, and overall site is not overloaded to improve

perforamace. Further, each detail is provided on each page with crash-free images and links to

enhance the user experience. Google mentioned these strategies as necessary and essential to

building authority.
Part C

a) Social media optimization, similar to SEO, helps an organization to grow its presence and

visibility through the usage of social media networks. With proper digital marketing, a strategy

brand can increase awareness, sell products, and expand. In recent decades social media has

become the source of all information even though it has transformed political and geographical

structures. As a top digital marketing tool, companies have embraced it more than ever before.

Even the whole strategies and teams are set up for this marketing purpose. As the behaviors of

humans are shaped according to the likes and dislikes of Instagram, Facebook and youtube

companies have started using utilizing these leverages. As the beauty of capitalism is, nobody

stays behind. In a recent survey, the company's investment in social media marketing is expected

$200-billion in 2024.

b) Yes, through efficient marketing, it can easily be possible.

c) We often ignore the power of social media and marketing opportunities. However, it can be a

source of enormous productivity. Consider the example of the coke campaign "Share a Coke." It

forced more than 1.25 million teens to buy from coke, and sales rose more than 11%. For

generations, coca-cola has been a world iconic brand. The ratio of teens coca cola purchases was

meager, so something had to be done, and the whole carbonated drink sales were down 3.3%.

Coca initiates an exciting campaign as there is nothing more personal than its name.

Another excellent marketing technique was used in the ice bucket challenge. It was introduced

for the research of the ALS Association. ALS is a disease that affects the spinal and nerve cells,

often damaging the spinal cord. Through the ice bucket challenge, $115 million were raised. The

challenge was to drop an ice bucket above the head; if not, then contribute 100$ for the ALS
research. Through another campaign, 'Just do it,' Nike successfully targeted the audience and

raised brand sales to 31%. In the video, Walt Stack runs 17 miles every morning as an 87-year-

old man, encouraging every man to take action in what they want to do. Marketing witnessed

another miracle when apple launched the Think Different campaign in 1997. Grammar may be

incorrent but embraced by steve jobs because of his bravery that apple is different from others

and works independently. Apple revolutionized the communication and mobile appliances

industry and became one of the leading industries in the next decade.

Further, Facebook marketing has been more fruitful in previous years. With 10 million

advertisers on Facebook increased from 7 million in just seven years. It generates the majority of

revenue through advertising, amounting to 84.2 billion U.S. compared to 1.7 billion dollars from

other resources. ALmost 92% were generated through mobile advertising, showing the

importance of advertising on Facebook. Alone, advertising revenue in the U.S. and Canada of

Facebook was 13.3 billion U.S. dollars. Facebook has shown growth for almost two decades and

is reaching a billion threshold surpassing every competitor. With more than half of worldwide

advertising revenue given to Facebook, it is not a difficult job to attract 800.00 users on

Facebook.